This handbook gives practical suggestions for organizing and conducting publicity campaigns. It is directed to media publicists working for private agencies, studios, stations, or networks; however, the methods and principles discussed apply to all fields of publicity. The book discusses the following topics: the publicity campaign; the press kit, which contains background information about the event or persons to be publicized; three elements of the press kit--the news story, the biography, and the feature story; miscellaneous tools of the trade, including the news item and its variation, the filler; preparing copy to conform to radio or television style; providing angles that arouse press interest in the client; coordinating the activities of private, studio, and station or network press agents; the functions of individuals involved in show production in relation to various publicity needs; the press agent as intermediary between the client and the press; photographic coverage; and possible publicity outlets. The book is illustrated with photographs and includes many examples of publicity from actual publicity campaigns. (GW)